This year we saw a lackluster Black Friday. According to the National Retail Federation, total spending over the long Thanksgiving weekend decreased 11% from 2013. Cyber Monday on the other hand saw one of the best online spending days ever. ComScore Inc. reported that Cyber Monday sales increased 17% from 2013. It seems that more consumers are taking advantage of online shopping over the holidays.
We turned to our polling platform and asked consumers where they plan on doing most of their holiday shopping this year, online or in stores. Overall, of the people planning to shop this holiday season, 56% of adults plan to do most of their shopping in stores while 44% of adults plan to do most of their shopping online – through a mix of both store-specific websites or web-only retailers, such as Amazon.com.
We segmented the data to create profiles of those who plan to shop in stores, those who plan to shop online through store-specific websites, and those who plan to shop online from web-only retailers. By looking at a wide range of other questions that this group of 6,221 respondents have answered over time, here’s what we found.
Demographics of In-Store vs. Online Shoppers:
Those planning to do the majority of their shopping in stores are slightly more likely to be women and the majority (68%) have a household income of $75K or under, which is more than the other two shopping groups. Those who are planning most of their shopping online through store-specific websites are the most likely to be women when compared to the other groups, and they are also slightly more likely to fall into the 35-54 age bucket. Consumers planning to shop through web-only retailers are more likely to be younger (18-34), 46% do not have children, and they are the most likely to have a higher education.
Aside from the basic demographics, we also dug deeper into each segment’s shopping behaviors, their social media usage and their technology usage.
The shoppers who plan to do the majority of their purchases in a store are more likely to wait in line as long as it takes – 36% don’t mind the wait. This group is also slightly more likely than the other shoppers to use coupons every chance they get when shopping for non-grocery items.
Those who plan to shop online through store specific websites are the least likely to compare prices before making purchases, which is a little surprising since online shopping makes it easy to compare prices. But since these shoppers are more loyal to shopping on a specific brand’s website, price is less of a factor.
Consumers who plan to do the majority of their shopping through web-only retailers are the least likely to use coupons but are the most likely to compare prices before making purchases. This group is also slightly more likely to say price is more important than brand when shopping, so they are very interested in getting the best deal for their money.
All of the shoppers are most influenced by ads on TV rather than Internet ads or social media; however, those planning to shop in stores are the most likely to be influenced by ads on TV.
Social media usage:
Those planning to do the majority of their shopping online through store-specific websites are more likely than the other groups to be on social media. 21% love using Pinterest, 23% love using Instagram and 79% are on Facebook, which is at least 36% more likely than the other shoppers.
Those who plan to do most of their shopping online through web-only retailers are more likely to own a smartphone and tablet computer, but those planning to shop online through store-specific websites are slightly more likely to own an eReader. What’s surprising is that those shopping through store-specific online retailers are much more likely to say they are addicted to their digital devices, even though the online web-only retailer shoppers seem to have a higher device ownership rate and keep up with technology news more often.
Lastly, we looked into those who don’t plan to shop this holiday season and found they are more likely to be men, 54% are 45+ years old, 72% have an income of $75K or under, they have a lower education when compared to the other groups, and 45% don’t have any children. They are more price conscious when compared to the other groups. This group is more likely to say price is more important than brand when shopping and they are slightly more likely to always compare prices before making purchases. Those who don’t plan to shop this holiday are the least tech savvy bunch, which is evident from their lower device ownership rates and lower likelihood of keeping up with tech news.
Although the majority (56%) of adult consumers still intend on doing the bulk of their holiday shopping in stores, more people seem to be taking advantage of the online shopping experience, with 44% of adults planning to do the majority of their shopping online. When online shopping, web-only retailers, such as Amazon.com will see the most traffic, followed by those who plan to shop on store-specific websites. Retailers may continue to see more of a shift from in store shopping to online shopping around the holidays.
In a report published today by our partner The NPD Group highlighting CivicScience data, only 21% of consumers enjoy in-store holiday shopping — and younger consumers are surprisingly more likely to enjoy the experience. As NPD’s chief industry analyst Marshal Cohen states: “In order to maintain relevance in an increasingly competitive omnichannel environment, retailers will want to emphasize their value to younger consumers. Focusing on gaining loyalty from these younger shoppers is important.”